网络营销第完整版课件全套ppt最全电子讲义整书教案教学设计教学教程

E-Marketing/8E

Chapter1Past,Present,andFutureChapter1ObjectivesExplainhowtheadvancesininternetandinformationtechnologyofferbenefitsandchallengestoconsumers,businesses,marketers,andsociety.Distinguishbetweene-businessande-marketing.Explainhowincreasingbuyercontrolischangingthemarketinglandscape.Understandthedistinctionbetweeninformationorentertainmentasdataandtheinformation-receivingapplianceusedtovieworhearit.Identifyseveraltrendsthatmayshapethefutureofe-marketing,includingthesemanticWeb.1-2©201834https://youtu.be/BgAlQuqzl8oE-business,E-commerce,E-marketingE-businessistheoptimizationofacompany’sbusinessactivitiesusingdigitaltechnology.E-commerceisthesubsetofe-businessfocusedontransactions.E-marketingistheresultofinformationtechnologyappliedtotraditionalmarketing.1-5©2018E-MarketingIsBiggerthantheWebTheWebistheportionoftheinternetthatsupportsagraphicaluserinterfaceforhypertextnavigationwithabrowser.TheWebiswhatmostpeoplethinkaboutwhentheythinkoftheinternet.ElectronicmarketingreachesfarbeyondtheWeb.1-6©20187PropertyMarketingImplicationsBits,notAtomsInformation,products,andcommunicationindigitalformcanbestored,sent,andreceivednearlyinstantaneously.Text,audio,video,graphics,andphotoscanallbedigitized,butdigitalproductscannotbetouched,tasted,orsmelled.MediatingTechnologyPeer-to-peerrelationships,suchasauctions,socialnetworks,andbusinesspartnerships,canbeformedregardlessofgeographiclocation.Technologyallowstimelycommunicationanddatasharing,aswithbusinessesinasupplychain.8PropertyMarketingImplicationsGlobalReachOpensnewmarketsandallowsforworldwidepartnerships,employeecollaboration,andsalespersontelecommuting.NetworkExternalityBusinessescanreachmoreoftheirmarketswithautomatedcommunication,andconsumerscandisseminatebrandopinionsworldwideinaninstant.9PropertyMarketingImplicationsTimeModeratorConsumersholdhigherexpectationsaboutcommunicationwithcompaniesandfasterworkprocesseswithincompanies.InformationEqualizerCompaniesemploymasscustomizationofcommunication,andconsumershavemoreaccesstoproductinformationandpricing.ScalableCapacityCompaniespayforonlyasmuchdatastorageorserverspaceasneededforprofitableoperationsandcanstorehugeamountsofdata.10PropertyMarketingImplicationsOpenStandardCompaniescanaccesseachother’sdatabasesforsmoothsupplychainandcustomerrelationshipmanagement,whichconnectslargeandsmallfirms.MarketDeconstructionManydistributionchannelfunctionsareperformedbynontraditionalfirms(e.g.,Eandonlinetravelagents)andnewindustriesemerged(e.g.,ISPs).TaskAutomationSelf-serviceonlinelowerscostsandmakesautomatedtransactions,payment,andfulfillmentpossible.Timeline1969 ARAPNETcommissionedbyU.S.DepartmentofDefenseforacademicandmilitaryuse.1975 Firstmailinglistcreatedtousethenewcomputernetwork.1979 USENETestablishedtohostdiscussions.Firstpostin1981.LatermanagedbyGoogleGroups(800millionarchivedmessages).1984 Numberofconnectedcomputerhostsreaches1,000.1987 Numberofconnectedcomputerhostsreaches10,000.Firste-mailconnectionwithChina.1988 Firstvirus,affects10%ofthe60,000hosts.1-11©2018Timeline1993 EarlyWebsitesappearandbusinessandmediatakenotice.1994 Firstbannerads,“JerryandDavid'sGuidetotheWorldWide,”appearon(laternamedYahoo!).1995 eBayopensitsdoorsanddisruptstheclassifiedadvertisingbusiness.2000 Nshowstheworldthatpeer-to-peernetworkingcanwork.Businessesshowthate-commercedoesn’talwayswork(thedot-comcrash).2002 Runningyourownblogisnowconsideredhip.1-12©2018Timeline2003 RecordingIndustryAssociationofAmerica(RIAA)sues261peopleforillegalmusicdownloading.2004 16%oftheworld’spopulationusestheinternet.Businessesfigureouthowtobeprofitablewithe-businessmodels.2012 34.3%oftheworld’spopulationisonline.Internetusageinindustrializednationsreachesmaturity.Socialmediausemovesthebalanceofpowerfromorganizationstointernetusers.2017 51.7%oftheworld’spopulationisonline.Internetusageindevelopingnationsgrowsincreasinglypopular.Corporatesocialmediausebecomesanacceptedbusinesspracticeamongcompaniesandconsumers.1-13©20182001GartnerHypeCycle1-14©2018TheEDropsfrom

E-MarketingGartnerpredictedthattheewoulddrop,makinge-businessjustbusinessande-marketingjustmarketing.Nevertheless,e-businesswillalwayshaveitsuniquemodels,concepts,andpractices.Thee-marketinglandscapeischangingrapidlyduetoconsumer-generatedcontent,mobileinternetaccess,socialmediaanddisruptivetechnologies.1-15©2018Internet-timeAnalogy1-16©20181949Atomic1929QuartzCrystal

1600’sMechanical1583ADPendulum3500BCSundialInternetisherein2017PercentageofU.S.InternetUsersWhoUsetheTopSocialNetworks

2016

1-17©2018Facebookusers79%Twitterusers24%Pinterestusers31%LinkedInusers29%Instagramusers32%Let’sGetTechnicalThemesSuperiorcontentbeatsoutasuperiordeliveryplatform.Overtime,theinferiordeliveryplatformwillcatchupinqualityYoungerusersdrivethesetrendsintwowaysYoungeruserstendtobemorepricesensitiveYoungerusersvalueconstantconnectivity18SteppingStonestoWeb3.0HigherbandwidthFasterconnectionspeedsArtificialintelligenceSeamlesssocialnetworkingModularWebapplications1-19©2018TheFuture:Web3.0SirTimBerners-Lee,coinventoroftheWorldWideWeb,hasbeenworkingontechnologytoorganizeonlinedataforgreateruserconvenience,i.e.,thesemanticWeb.Userscaneasilyfindinformationbasedonitstype.ThevalueofthesemanticWebisinformationondemand.ExpertsbelievethesemanticWebwillbecomearealityoverthenextdecade.1-20©2018E-Marketing/8E

Chapter2StrategicE-MarketingandPerformanceMetrics©201822Chapter2ObjectivesExplaintheimportanceofstrategicplanning,strategy,e-businessstrategy,ande-marketingstrategy.Identifythemaine-businessmodelsattheactivity,businessprocess,andenterpriselevels.DiscusstheuseofperformancemetricsandtheBalancedScorecardtomeasuree-businessande-marketingperformance.Enumeratekeyperformancemetricsforsocialmediacommunication.©20182-23StrategicPlanningTheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketopportunities.Processidentifiesfirm’sgoalsforGrowthCompetitivepositionGeographicscopeOtherobjectives,suchasindustry,products,channels,etc.©20182-24

ESP:Environment,Strategy,

andPerformance

TheESPmodelillustratestherelationshipsamongenvironment,strategy,andperformance.ASWOTanalysisofthebusinessenvironment(E)leadstothedevelopmentofstrategy(S)andthemeasurementofperformance(P).Performancemetricsaredesignedtoevaluateeffectivenessandefficiencyofe-businessande-marketingoperations.©20182-25ESPmodelfocuseson

strategyandperformance©20182-26StrategyStrategyisthemeanstoachieveagoal.E-businessstrategyDeploysenterpriseresourcestoreachperformanceobjectivesandcreatecompetitiveadvantage.E-marketingstrategyCapitalizesoninformationtechnologytoreachspecifiedobjectives.©20182-27LevelofCommitment

toE-Business©20182-28PurePlayPureplaysarebusinessesthatbeganontheinternet.Theyrepresentthefinallevelofthepyramid.Pureplaysfacesignificantchallenges.Theymustcompeteasnewbrands.Theymayneedtotakecustomersawayfromestablishedbusinesses.Somepureplayshaveredefinedindustries:Yahoo!,Google,Twitter,Flickr,andeBay.©20182-29BusinessModelsAcompanywillselectoneormorebusinessmodelsasstrategiestoaccomplishenterprisegoals.Ane-businessmodelisamethodbywhichtheorganizationsustainsitselfinthelongtermusinginformationtechnology,whichincludesitsvaluepropositionforpartnersandcustomersaswellasitsrevenuestreams.©20182-30SELECTINGABUSINESSMODELComponentsofbusinessmodelselections:©20182-31CustomervalueScopePriceRevenuesourcesConnectedactivitiesImplementationCapabilitiesSustainabilityActivity-LevelE-BusinessModelsOnlinepurchasingOrderprocessingE-mailContentpublishingBusinessintelligence(BI)Onlineadvertisingandpublicrelations(PR)OnlinesalespromotionsPricingstrategiesSocialmediacommunicationSearchmarketing©20182-32BusinessProcess-Level

E-BusinessModelsCustomerrelationshipmanagement(CRM)KnowledgemanagementSupplychainmanagementCommunitybuildingAffiliateprogramsDatabasemarketingEnterpriseresourceplanning(ERP)MasscustomizationCrowdsourcingFreemiumLocation-basedmarketing©20182-33Enterprise-Level

E-BusinessModels

E-commercereferstoonlinetransactions:sellinggoodsandservicesontheinternet.Socialcommerceusessocialmediatofacilitateonlinesales.Directdistributioniswhenmanufacturersselldirectlytoconsumers.Contentsponsorshipisaformofe-commerceinwhichcompaniesselladvertisingontheirWebpages,YouTubevideos,orotheronlinemedia.Aportalisapointofentrytotheinternetthatcombinesdiversecontentfrommanysources.©20182-34Enterprise-Level

E-BusinessModels,cont.Socialnetworksitesarethosethatbringuserstogethertoshareinterestsandpersonalorprofessionalprofiles.Onlinebrokersareintermediarieswhoassistinthepurchasenegotiationswithoutactuallyrepresentingeitherbuyersorsellers.Manufacturer’sagentsrepresentmorethanoneseller.Purchasingagentsrepresentbuyers.©20182-35PerformanceMetrics

InformStrategyPerformancemetricsarespecificmeasuresdesignedtoevaluatetheeffectivenessandefficiencyofoperations,onlineandoffline.Performancemetrics:Providemeasurableoutcomes.Mustbeeasytounderstandanduse.Mustbeactionable.Canmotivateemployeestomakedecisionsthatleadtodesiredoutcomes.©20182-36WebAnalyticsWebanalyticsisthee-marketingtermforthestudyofuserbehavioronWebpages.Metricsmeasureactivitiessuchas:Clickthroughsfromadvertising.Pageviews.Numberofcommentspostedonablog.NumberoffansonacompanyFacebookpage.Conversionstosales.©20182-37DataCollectionDataforWebanalyticsarecollectedinseveralways:WebsiteserverlogsCookiefilesPagetagsGeolocation©20182-38MetricsUsedtoMeasureInternetMarketingPerformance©20182-39TheBalancedScorecardTheBalancedScorecardprovidesaframeworkforunderstandinge-marketingmetrics.TheBalancedScorecardprovides4perspectives.CustomerperspectiveInternalperspectiveLearningandgrowthperspectiveFinancialperspective©20182-40TheBalancedScorecard:CustomerPerspectiveThecustomerperspectivescorecardincludeswaystomeasuregoalssuchascustomersatisfaction,engagementandretention.Loyaltyandsatisfactionmeasuresmayincludepercentageofvisitorswhoreturntosite,timebetweenvisits,andshoppingcartabandonment.Customerengagementcouldincludethenumberofcomments,photosorvideosposted.©20182-41TheBalancedScorecard:InternalPerspectivesTheInternalperspectiveincludeswaystomeasuregoalsrelatedtothequalityofonlineservicesandmeasuresfortheentiresupplychain.NumberofcustomerswhouseserviceNumberofcomplaintsinsocialmediaAmountoftimetoanswercustomere-mailNumberofupdatesperday©20182-42TheBalancedScorecard:LearningandGrowthPerspectivesThelearningandgrowthperspectivescorecardincludeshumanresources,productinnovationandcontinuousimprovementofmarketingprocesses.NumberofnewserviceproductstomarketNumberofcustomercomplaintsandfixesNumberofconversionsfromonlineleads©20182-43TheBalancedScorecard:FinancialPerspectivesThefinancialperspectivescorecardincludeswaystomeasurefinancialgoalssuchassales,profitsandreturnoninvestment(ROI),including:Salesgrowthandmarketshare.Averageordervalue.Individualcustomerprofit.©20182-44SocialMediaPerformanceMetricsUniquevisitorsPageviewsImpressionsNumberofsearchesSearchenginerankingNumberoffollowers,registrations,orsubscribers©20182-45©201846BrandHealthMetricsShareofVoice(SOV)SentimentBrandinfluence©20182-47EngagementMetricsContentviewershipTagging,bookmarkingor“likes”Membership/FollowerNumberofsharesContentcreation©20182-48Action&InnovationMetricsActionmetricsClick-throughtoanadvertiser’ssite.Contactformcompletionorregistration.Eventattendance.Purchase.InnovationmetricsNumberofideasshared.Trendspotting.©20182-49E-Marketing/8E

Chapter3TheE-MarketingPlanChapter3ObjectivesDiscussthenatureandimportanceofane-marketingplanandoutlineitssevensteps.Showtheformofane-marketingobjectiveandexplaintheuseofanobjective-strategymatrix.Describethetasksthatmarketerscompleteintiers1and2astheycreatee-marketingstrategies.Listsomekeyrevenuesandcostsidentifiedduringthebudgetingstepofthee-marketingplanningprocess.©20183-2TheE-MarketingPlanningProcessThee-marketingplanisablueprintfore-marketingstrategyformulationandimplementation.Linksthefirm’se-businessstrategywithtechnology-drivenmarketingstrategies.Theplanservesasaroadmaptoguidethefirm,allocateresources,andmakeadjustments.©20183-52E-MarketingPlan

©20183-53Legal–EthicalTechnologyCompetitionOtherFactorsinternetMarketsEE-MarketingPlanSWOTE-BusinessStrategySPE-MarketingStrategyE-MarketingMixCRMPerformanceMetricsTwoCommonTypes

OfPlansNapkinPlanEntrepreneursmayjotdownideasonanapkinorpadofpaper.Largecompaniesmightcreateajust-do-it,activity-based,bottom-upplan.Theseadhocplansmayworkandaresometimesnecessary,butnotrecommended.TheVentureCapitalE-MarketingPlanisamorecomprehensiveplanforthoseseekingstart-upcapitalandlong-termsuccess.©20183-54SourcesOfFundingWheredoesanentrepreneurgoforcapital?BankloansPrivatefundsAngelinvestorsVenturecapitalists(VCs)Venturecapitalinvestmentininternetcompaniesincreasedby68%from2010to2011.©20183-55Seven-Step

E-MarketingPlanSituationanalysisE-marketingstrategicplanningObjectivesE-marketingstrategyImplementationplanBudgetEvaluationplan©20183-56Step1:SituationAnalysisReviewthefirm’senvironmentalfactorsandSWOTanalysis.Threekeyenvironmentalfactorsarelegal,technologicalandmarket-relatedfactors,whicharecoveredinChapters4,5,and7.SWOTexaminesthecompany’sinternalstrengthsandweaknessesandlooksatexternalopportunitiesandthreats.©20183-57SWOTAnalysisLeadingTo

E-MarketingObjective©20183-58OpportunitiesThreatsHispanicmarketsgrowinganduntappedinourindustry.SavepostagecoststhroughFacebookmarketing.Pendingsecuritylawmeanscostlysoftwareupgrades.CompetitorXisaggressivelyusingFacebooke-commerce.StrengthsWeaknessesStrongcustomerservicedepartment.ExcellentWeb/socialmediasitesanddatabasesystem.Low-techcorporateculture.Seasonalbusiness:Peaksduringsummermonths.E-MarketingObjective:$500,000inrevenuesfrome-commerceinoneyear.Step2:E-marketing

StrategicPlanningMarketersuncoveropportunitiesthathelpformulatethee-marketingobjectives.Marketersconductanalysestodeterminestrategies,suchas

MarketOpportunityAnalysis(MOA)Demand&supplyanalysisforsegmentingandtargeting.Segmentanalysissuchasdemographics.Supplyanalysistoassistinforecasting.segmentprofitabilityandtofindcompetitiveadvantages.©20183-59Step3:ObjectivesAnobjectiveinane-marketingplanmayincludethefollowingaspects:Task(whatistobeaccomplished).Measurablequantity(howmuch).Timeframe(bywhen).Moste-marketingplanshavemultipleobjectives:Increasemarketshare.Increasethenumberofcommentsleftonablog.©20183-60Step3:Objectives,cont.Increasepositivecomments.Increasesalesrevenue.Reducecosts.Achievebrandinggoals.Increasedatabasesize.Achievecustomerrelationshipmanagementgoals.Improvesupplychainmanagement.©20183-61Step4:E-MarketingStrategiesStrategiesrelatedtothe4Psandrelationshipmanagementtoachieveobjectives.Productstrategies:merchandise,content,servicesoradvertisingonitsWebsite.Pricingstrategies:dynamicpricingandonlinebidding.Distributionstrategies:directmarketingandagente-businessmodels.Marketingcommunicationstrategies.Relationshipmanagementstrategies.©20183-62Steps2,3,and4oftheE-MarketingPlan©20183-63Step3:E-MarketingObjectivesSegmentationTargetingCRM/PRMCommunication(Promotion)Distribution(Place)Value

(Price)Offer(Product)PositioningDifferentiationStep2:Tier1Tasks____Step4:Tier2TasksE-MarketingObjective-

StrategyMatrix©20183-64Step5:ImplementationPlanTacticsareusedtoachieveplanobjectives.Marketingmix(4Ps)tactics.Relationshipmanagementtactics.Marketingorganizationtactics.Staff,departmentstructure.Information-gatheringtactics.Websiteforms,cookies,feedbacke-mail,socialmediacommentsandlikes,etc.Websiteloganalysis,businessintelligenceandsecondaryresearch.©20183-65Step6:BudgetTheplanmustidentifytheexpectedreturnsfrommarketinginvestments,inordertodevelop:Cost/benefitanalysisROIcalculationInternalrateofreturn(IRR)calculationReturnonmarketinginvestment(ROMI)©20183-66RevenuesandCostsRevenueforecastIntangiblebenefits,suchasbrandequityCostsavingsE-MarketingcostsTechnologycostsSitedesignSalariesOthersitedevelopmentexpensesMarketingcommunicationSocialmediacommunicationMiscellaneous©20183-67Step7:EvaluationPlanMarketingplansuccessdependsoncontinuousevaluation.E-marketersmusthavetrackingsystemsinplacetomeasureresults.Variousmetricsrelatetospecificplangoals.Today’sfirmsareROIdriven.E-marketersmustshowhowintangiblegoalswillleadtohigherrevenue.Accurateandtimelymetricscanhelpjustifyexpenditures.©20183-68E-Marketing/8E

Chapter4GlobalE-Markets3.0Chapter4ObjectivesDiscussoveralltrendsininternetaccess,usage,andpurchasingaroundtheworld.Defineemergingeconomiesandexplainthevitalroleofinformationtechnologyineconomicdevelopment.Outlinehowe-marketersapplymarketsimilarityandanalyzeonlinepurchaseandpaymentbehaviorsinplanningmarketentryopportunities.©20184-70Chapter4Objectives,cont.Describehowe-marketingstrategyisinfluencedbycomputerandtelephoneaccess,creditcardavailability,attitudestowardinternetuse,slowconnectionspeeds,websitedesign,andelectricityproblems.Reviewthespecialchallengesofe-marketingonthewirelessinternetinthecontextofemergingeconomies.Discussthecontroversyrelatedtothedigitaldivide.Explainhowe-marketingisbeingusedwithverylowincomeorbaseofthepyramidconsumers.©20184-71OverviewofGlobal

E-MarketingIssuesUsersfromothercountries,speakinglanguagesotherthanEnglish,willdominatetheWeb.ByMay2011therewereapproximately565millionEnglish-speakingand510millionChinese-speakingWebusers.Globale-marketersmustunderstandthatacountry’se-readinessprofilesignificantlyinfluencesmarketingstrategyandtactics.©20184-72WorldwideinternetUsage

andPopulationStatistics©201873WorldRegions2017InternetUse(millions)2011InternetUse(millions)UserGrowth(2011–2017)(%)PercentageofUsersWorldwide(2017)Estimated2017Population(millions)InternetUsageasPercentageofPopulationNorthAmerica320.1273.017.38.2363.288.1Europe659.6476.238.517.0822.780.2Asia1,938.1922.2110.249.74,148.246.7LatinAmerica/Caribbean404.3215.987.310.4647.662.4Africa388.4118.6227.510.01,246.531.2MiddleEast146.968.6114.13.8250.358.7Oceania28.221.332.40.740.569.6WorldwideTotal3,885.62,267.271.499.87,519.051.7EmergingEconomiesEmergingeconomiesarecharacterizedbyarapidlydevelopingmiddleclass,whichcreatesdemandforproductsandservices.Fourcountriesrepresentthepowerandopportunityinemergingmarkets:Brazil,Russia,IndiaandChina(BRIC).ThenextgroupofemergingmarketeconomiesincludesColombia,Indonesia,Vietnam,Egypt,TurkeyandSouthAfrica(CIVETS).©20184-74Importanceof

InformationTechnologyTheinternetanditssupportingtechnologiescanjump-startnationaleconomies.Bangalore,IndiaisthecenterofIndia’sexplosivegrowthinsoftwareandITservices.E-marketersinemergingeconomiesconfrontmarketingissuesanduniquechallengesrelatedtotheconditionsofoperatingwithinastilldevelopingnation.©20184-75Country&MarketOpportunityAnalysisMarketSimilarity:Marketersoftenchooseforeignmarketsthathavecharacteristicssimilartotheirhomemarketforinitialentry.AU.S.companymightfirsttargetCanada,UK,andAustraliabeforetargetingFrance,JapanorGermany,forexample.CAGE(culture,administration,geography,economic)frameworkhelpse-marketersevaluatesimilaritiesanddifferencesbetweenmarkets.©20184-76DiasporaCommunitiesWhenpeopleleavetheirhomecountrytheymaybecomepartofadiasporacommunityandwanttomaintainrelationshipswiththeirhomeland.E-businessescantargetdiasporacommunities.TortasPeruoffershomemade,traditionalPeruviancakesonline.SoffersproductstoNepalislivingoverseascansendtoindividualsinNepal.Marketconvergence,inwhichmarketsbecomemoresimilarovertime,canbeexpeditedbytheWeb.©20184-77E-CommercePayment

andTrustIssuesE-commerceinemergingmarketsisoftenhamperedbylimiteduseofcreditcardsandlackoftrustinsafelyconductingonlinetransactions.InEgypt,SenegalandPakistanlessthan2%ofthepopulationownsacreditcard.MostcreditcardusageinNepalisbyyoungprofessionals,upper-incomeNepalisandtourists.©20184-78TechnologicalTippingPointsE-marketersmustunderstandtheseismicchangesoccurringinconsumeraccesstoonlinecontent.Computerandmobilephonetechnology.Rapiddevelopmentofbroadband.©20184-79TelecenterinPeru©20184-80InternetcaféinGuatemala©201881WirelessinternetAccess:

MobilePhonesBy20223.8billionsmartphoneusers(Forrester)Challengesofwirelesse-marketing:ModificationofcontentforsmallscreensContentdevelopmentPricingandsecurepaymentsE-marketersmustalsounderstandthatmobileconsumerbehaviordiffersfromdesktoporlaptopconsumerbehavior.©20184-82SmartphonesMarketersmustunderstandhowsmartphonesareinfluencingconsumerpurchasebehaviorinvariouscountries.36%Egyptianconsumerswithasmartphonechangedtheirmindsaboutbuyingaproductbecauseofreal-time,onlineresearch.37%ofsmartphoneusersinArgentinamakeanin-storepurchaseafteronlineresearchwiththeirsmartphones.©20184-83BroadbandTherewereover890millionbroadbandlinesworldwidein2017.Globalpricescontinuetodeclineasmoreindividualsandfirmssubscribetobroadband.©20184-84TheDigitalDivideE-marketersmustconsiderthesocialenvironmentinwhiche-businessoperates.Thedivisionbetweenthosewhohaveaccesstoinformationandthosewhodon’tistermed“digitaldivide.”Disparitieswithregardtotechnologyaccesscancreateadigitaldividebetweencountriesorpopulations,suchasurbanandruralconsumersinChina.Thedigitaldivideraiseschallengingquestionsforglobalpolicy,internationalbusiness,andentrepreneurship:whataretheirresponsibilities,ifany,fornarrowingthegap?4-85©2018©201886Overcomingthedigitaldivide:

OnelaptopperchildBuildingInclusive

E-MarketsExplosivegrowthofmobilephoneshasenablede-marketerstoreachbaseofthepyramidconsumersegments.Mobilebankingisoneofthemostsuccessfule-marketingeffortsinLDCs.Inheavilyagriculturalcountries,mobileapplicationsforfarmersaremakingthemmoreproductive.4-87©2018M-KRISHI®ForRuralIndianFarmers©20184-88SocialNetworking2.5billionpeopleusesocialnetworkingwhenonline.LatinAmerica,IsraelandRussia,wherethesocialnetworkVkontaktedominates,havesomeoftheworld’sheaviestandmostengagedusersofsocialmedia.©20184-89E-Marketing/8E

Chapter2StrategicE-MarketingandPerformanceMetrics©201891Chapter2ObjectivesExplaintheimportanceofstrategicplanning,strategy,e-businessstrategy,ande-marketingstrategy.Identifythemaine-businessmodelsattheactivity,businessprocess,andenterpriselevels.DiscusstheuseofperformancemetricsandtheBalancedScorecardtomeasuree-businessande-marketingperformance.Enumeratekeyperformancemetricsforsocialmediacommunication.©20182-92StrategicPlanningTheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketopportunities.Processidentifiesfirm’sgoalsforGrowthCompetitivepositionGeographicscopeOtherobjectives,suchasindustry,products,channels,etc.©20182-93

ESP:Environment,Strategy,

andPerformance

TheESPmodelillustratestherelationshipsamongenvironment,strategy,andperformance.ASWOTanalysisofthebusinessenvironment(E)leadstothedevelopmentofstrategy(S)andthemeasurementofperformance(P).Performancemetricsaredesignedtoevaluateeffectivenessandefficiencyofe-businessande-marketingoperations.©20182-94ESPmodelfocuseson

strategyandperformance©20182-95StrategyStrategyisthemeanstoachieveagoal.E-businessstrategyDeploysenterpriseresourcestoreachperformanceobjectivesandcreatecompetitiveadvantage.E-marketingstrategyCapitalizesoninformationtechnologytoreachspecifiedobjectives.©20182-96LevelofCommitment

toE-Business©20182-97PurePlayPureplaysarebusinessesthatbeganontheinternet.Theyrepresentthefinallevelofthepyramid.Pureplaysfacesignificantchal